The style and tonality of a brand’s language shape how content is formulated – from word choice and sentence structure to expressions and imagery.
Style encompasses formal characteristics, such as whether communication is factual, emotional, benefit-oriented, or product-focused.
Tonality defines the emotional mood of the brand, such as whether it is entertaining or serious. Together, style and tonality form the linguistic identity that defines the brand.
With this approach, we define how ZEISS Corporate Language resonates.
An active – not passive – writing style
Short sentences with simple structures (no nested sentences)
Written from the perspective of the target group (“You can benefit from ZEISS products.”)
ZEISS should showcase its core competence using language rich in visual references. Intelligent, witty metaphors are encouraged.
Example:
"A laser-sharp focus on detail."
Corporate Language does not comprise binding rules and does not need to be followed in every instance.
These guidelines naturally inform all areas and channels of brand communications, serving as orientation and inspiration.
However, specific language requirements for certain areas, channels, or target groups may still apply.
ZEISS Brand Experience Principle | Translated into language |
|---|---|
We want people to feel … empowered, heard, and genuinely supported – like their goals are also ours. | Open but not unrestrained We write in a dialogue-oriented and approachable style … using engaging questions, inviting language, and active statements. We respond empathetically to the needs of our target groups ... demonstrating cooperation, understanding, support, and motivation. Openness to feedback and input is key to our development. |
"What are your goals for the next production phase? Let's develop a plan together that will lead to your success." (Marketing Communication)
"What role do ZEISS innovations play in the automotive industry? Let's take a closer look at this fascinating topic." (Corporate Communication)
"The future needs innovation. That's why we need you." (HR)
“Optimize your processes with our technological edge.” (Industry partners)
“Talk to your ophthalmologist about whether laser vision correction is right for you.” (Consumers)
"We know that every industry has its own unique challenges. That's why we offer you solutions that are specifically tailored to your requirements." (B2B buying center customers)
ZEISS Brand Experience Principle | Translated into language |
|---|---|
We want people to feel … equipped and self-assured, ahead of the curve. | Leading but not domineering We look ahead and show the way … with a forward-looking choice of words, motivating imagery, and illuminating comparisons. We formulate powerfully and decisively ... using strong statements, striking language, and concise titles. We avoid subjunctives, qualifiers, and “softeners.” |
“ZEISS continues to redefine the digital ophthalmology market.” (Corporate Communication)
“High-NA-EUV lithography: The mirror of the future” (Corporate Communication)
“Together, we are shaping tomorrow today.” (HR)
"Your future doesn't start anywhere. It starts here." (HR)
"With ZEISS, you don't just see the world more clearly. You discover new horizons." (Marketing Communication)
"We like it precise. Very precise." (SMT)
ZEISS Brand Experience Principle | Translated into language |
|---|---|
We want people to feel … informed, enthused, and fascinated – confident in the science behind what we do and emotionally connected to the human purpose that drives it. | Inspiring but not overpromising We touch and inspire with surprising and relevant statements or questions … whether through prospects for tomorrow, current events, or past achievements. We point out and explain … by conveying topics in a comprehensible and vivid way, without lecturing. |
“Augmented reality and smart glass – make this piece of the distant future an integral part of your everyday life today.” (Corporate Communication)
"Current studies show: OR microscopes from ZEISS reduce surgery time by up to 30%." (Marketing Communication)
"You want to write stories with light and shadow? ZEISS has been building lenses for photographers since 1890." (Marketing Communication)
"The development of e-vehicles is progressing steadily. ZEISS eMobility Solutions are keeping pace." (Marketing Communication)
"ZEISS solutions are created through interdisciplinary networked research initiatives. You benefit from this every day." (Corporate Communication)
"ZEISS Medical Ecosystem: Enabling new ways to maximize clinical efficiency and performance" (Marketing Communication)
ZEISS Brand Experience Principle | Translated into language |
|---|---|
We want people to feel … in control, trusting in and delighted by seamless excellence. | Precise but not excessive We get to the point … with concise messages, precise wording, and a direct style. We always provide the right details ... reflecting specialist expertise, technical features, and specific figures – always in the right quantity and format. |
“Of 43,000 employees worldwide, more than 20,000 work in Germany.” (HR)
“ZEISS: Quality you can see” (Corporate Communication)
“Put an end to digital visual stress!” (Marketing Communication)
“Over 80% of our managers come from our own ranks. We grow through promotion." (HR)
“Our precise measuring instruments guarantee a deviation of just 0.005 mm.” (Marketing Communication)
“Partnerships with leading research institutions such as TU Dresden enable scientific breakthroughs worldwide.” (Corporate Communication)
ZEISS Brand Experience Principle | Translated into language |
|---|---|
We want people to feel … respected, valued, and part of a community driven by purpose beyond profit. | Responsible but not bureaucratic We combine value propositions with values. Beyond economic benefits, we emphasize social impact, environmental responsibility, and scientific contributions. We substantiate our statements and give them meaning. Credibility is essential. We leverage study results, certifications, awards, and user testimonials. |
"Experience better quality of life with ZEISS technologies. Every day." (Corporate Communication)
“We offer development programs that will take your career to the next level.” (HR)
“ZEISS develops solutions that combine science, technology, and humanity.” (Corporate Communication)
"An independent clinical study proves it: ZEISS helps to detect vision problems in children at an early stage." (Marketing Communication)
“95% of users report less eye strain and improved vision in difficult lighting conditions.” (Marketing Communication)
“Trust in certified quality according to ISO 9001.” (Marketing Communication)
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